Omnichannel Campaign, 2024
Worked with local Denver agency FRNDS and photographer Emily Teater, on strategic "Good Mood Food" brand campaign to bring to life what makes Modern Market Eatery a unique choice in the better-for-you, fast-casual space. Oversaw creative execution of assets and managed the deployment of the omni channel campaign that launched on Youtube, Meta, Tik Tok, Google, podcasts, radio and print advertising.
Hired local modeling agency for shoot, planned shot lists, curated props, coordinated culinary execution and food styled. ​​
Ideated, planned and implemented tactics in quick succession to maximize brand recognition through the Denver market at local events, concert venues, sports partnerships and more.
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Results: Brand survey revealed greater market saturation and awareness, SSS% increased by 1.5% YOY in Q3
Loyalty Program Launch, 2023
Transitioned the Modern Market loyalty program in May of 2023 from an antiquated loyalty program to a points based program. Managed creative project to update and redesign over 150 assets in a truncated timeline. ​​
Managed project from start to finish overseeing the creation of assets for meta, google ads, social media campaigns, website and app imagery. Analyzed discount rate to ensure point based rewards are profitable while still being of value to consumers to ensure sucess. ​
Managed team of engineers to ensure successful integration of API and new design features on web and app. Worked with training team to update materials for managers, cashiers and all guest facing FAQ's.
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Results: 34% increase in loyalty reward redemptions
Murad Brand Partnership, 2022
Worked closely with the Lemonade culinary team, supply chain team, and Murad brand team to create a unique way to bring the brand partnership to life in our restaurants.
We procured a liquid Vitamin C boost, an ingredient also found in the new Murad line, to feature as a limited-time offering with our Blood Orange Hibiscus Lemonade. This unique blend, known as the 'Essential Immunity Lemonade,' not only offered a refreshing taste but also provided a powerful dose of Vitamin C, a key nutrient for boosting immunity.
For a limited time guests could enjoy free samples of Murads latest product line with the purchase of our limited-time Essential Immunity Lemonade.
To celebrate this exciting collaboration, we launched a social media giveaway that saw the highest engagement on a single post and the most entries for any brand partnership giveaway.​​ The collaboration was promoted on in-restaurant POP, digital menu boards, cross-promoted on Lemonade and Murads' social media, Meta ads, Google ads, and via email.
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Results: 2.5% increase in social media following
Disney+ Monsters Inc.
University Launch, 2021
Partnered with Disney’s Monsters Inc. franchise to launch a new Disney+ TV show called Monsters at Work. I led project ideation, planning and execution working along side Disney + teams, printers, influencers and local businesses to turn our restaurants into a scene from the TV show. Lemonade Studio City hosted the media and influencer party to kickoff the 2 week long partnership that drove people into our restaurants to collect Disney Monster Inc. Merchandise exclusively available at Lemonade.
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Results: 22% average increase in SSS, largest increase in sales since pre pandemic
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Media Coverage:
Denver Broncos Partnership, 2019
Buffalo Wild Wings 2019 Broncos Sponsorship needed an aspect of the partnership that would drive guests into our restaurants. Working with the Broncos and Budlight we designed a promotion called "The Turnover Belt". The Broncos activation team hosted 8 events at various Buffalo Wild Wings throughout Colorado during football season offering guests a chance to have their tab paid and wear the Turnover Belt when the Broncos forced a turnover.
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The event was promoted in store weeks before to encourage guests to come back. We promoted the events on the Broncos Instagram and Facebook pages along with ads on their website and linked on their event page. When guests entered our sports bars on game day they were greeted by the Broncos Cheerleaders or the Mascot. Throughout the game the Broncos staff raffled off signed Broncos gear, snapped pictures and provided an incredible guest experience.
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Results: 10% average increase in SSS throughout the season during Broncos events.
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Media Coverage:
Apparel Management, 2015-2019
A Mini Tour is a thematic month long drinking event! Between 8-12 beers are hand selected by myself and our beverage manager. We curated each beer list by region ensuring our beer selections are successful in each unique market.
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When guests complete a mini tour by drinking all beers listed on the Mini tour they earn an Exclusive Old Chicago Prize! I worked with outside vendors to negotiate and secure pricing, provided product success projections and worked with designers to have each piece created.
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While at Old Chicago I also implemented many changes to our prize redemption process. I took my ideas of changing the way guests redeem their prizes from conception to implementation. I interviewed vendors to ensure their capabilities matched the scope of work. Once identified I worked with them closely to ensure our website was created and optimized for ease of use by guests. I managed content, changes and worked through all bugs with the vendor.
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While some tours repeat each year, I was also tasked with creating new Mini Tour concepts from prizing, beer selection, cocktails and POP direction. I took each idea and created a brief, target audience, potential beer list to gain consumer insights on the probability of participation.
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Results: Created efficiencies in apparel management resulting in cost savings of $250k in the first year of transitioning order management system.
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Social Media, 2017
Originally working with an agency on Old Chicago's social media voice, look and feel, I was charged with ensuring the photographer was capturing the Old Chicago brand essence accurately.
I successfully transitioned our Social Media in house and was responsible for all aspects of social media. I directed my own photo shoots- creating shot lists, food-styling, curated props and coordinated wardrobe and models for the shoot. Post shoot I edited and cropped photos for social, wrote copy for our 3 social channels, posted imagery and copy and managed our catalog of images.
Explorer Series, 2016-2019
The Old Chicago "Explorer Series" is a program where OC partners with local, regional and national breweries to put a spotlight on their brewery. We tell their unique story, feature their beers on tap and most importantly brew a collaboration beer with them.
For these projects I worked with our agency to capture these moments on brew day at the respective brewery. I conducted interviews with the brewers and owners, provided creative direction and oversaw the video editing process to ensure it effectively represented the program, goals and vision of the overall collaboration. Above are a few examples of the clips we created to promote the events via social media, youtube and in store.
CO Brewery Running Series
Inaugural Season, 2015
Let’s consider this an “un-race” as it goes against many principles of those fancy 5k races you may be familiar with. You will get is an excuse to enjoy the great Colorado outdoors, FREE beer and swag and an awesome community event, and the wonderful feeling that you are supporting our local community.
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Launching the Brewery Running Series brand in Colorado was no easy feat. I created a team of street marketers to help spread the word about our brand and inaugural race season. We exceeded participation expectations, sold out our sponsorship packages and the brand has become stronger each year.
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Results: Sold out 85% of events in the inaugural season
Wild About Reading, 2013
The Iowa Wild "Wild About Reading" program is designed to promote the importance of literacy and stimulate interest in reading among elementary and middle school students by providing a fun incentive to read! Designed to drive ticket sales for the parents attending games with their children who receive a free ticket to specific Iowa Wild games upon completion of the program.
Inaugural Race, 2012
The Run to Exile is a one of a kind excuse to drink delicious craft beer disguised cunningly as 3 course, 3 distance run! Half marathon! 10 KM! 5 KM!
I worked as the liaison between JGF Racing & Exile Brewing to create a cohesive brand look and feel, incorporating the brewery within all elements of the race course, swag, merchandise and more.
Managed day of race registration logistics, coordinated volunteer teams, selected non profit beneficiaries and managed sponsors.
Results: Creation of a successful annual race that ran for 10 years, continued increase in participants YOY.
